“一带一路”微视频《大道之行》中国形象的多模态社会符号学分析

Multimodal Social-semiotic Analysis of China's Image in the “Belt and Road” Micro-video Great Doctrine

基于系统功能符号观的多模态话语分析,该研究从信息交流的各种方式——语言、声音、图像、颜色、音乐等各种模态符号入手,运用视觉模态、听觉模态等感知模态分析动态多模态语篇《大道之行》在再现意义、互动意义和构图意义所体现的中国形象;探讨在数字媒体背景下,社会符号学视阈中中国文化在中国形象"自塑"过程中的作用。

Based on muhimodal discourse analysis in the view of systematic - functional semiotics, starting from every approach of information exchangevarious semiotic symbols such as language, sound, picture, colour, music, etc., this paper, relying on such perception modes as sighting mode and hearing mode, makes an analysis of China＇ s image in terms of representing, interacting and picturing significance embodied the dynamic multimodal discourse Great Doctrine, exploring the function of Chinese culture during the process of selfmoulding of China＇ s image from the perspective of social semiotics and in the context of digital media.